New name, new branding as Asmet set for fresh challenge

Sheffield-based A & S Metallurgical Resources is now known as Asmet as part of a branding overhaul to update its corporate identity.

The rebrand, which includes a website, is part of the company’s new strategy as it changes the way it supplies metallurgical resources to the European market.

Andrew Parker, general operations manager, said: “It’s been an incredibly exciting time for us here at Asmet and we’re absolutely thrilled with our new name and brand image.

“As always, we remain incredibly proud of our 20-year heritage and reputation but look forward to embracing our future as we move forward into a new space in the European market.”

Asmet says its strategically located warehouse hubs in the UK, Spain, Germany and Belgium, now enable the company to provide customers with the materials they need, fast and on demand.

Mr Parker added: “As we are all aware, times are changing, and fast. Across the world, economies are being reset in favour of new ideas and European industry is responding at an incredible rate.

“Now, more than ever, speed and reliability are the key to success and so we’re delighted to announce that we can now offer an improved level of service to our customers, as we build even stronger partnerships with leading world producers and transform the way we supply metallurgical resources across Europe.

“We are proud to offer our customers a complete service from source to foundry, with an established and trusted expertise in product, logistics and technical support, that does not stop at the delivery gate.”

Asmet supplies a range of metallurgical consumables including pig iron, ferro alloys, silicon carbide, magnesium ferro silicon, inoculants, foam/ceramic metal filters, magnesium/inoculant wires, and aluminium master alloys.

The brand launch will be unveiled at international foundry trade fair GIFA 2011, which takes place in Dusseldorf, Germany, later this month.